Despite their own origin, kids still predominantly choose light pink when asked to color skin color. Why? Because that's what they see in chindren's books, in movies, on television, ... To break the stigma, SOM launched a set of crayons covering a wide range of skin color, from the palest pink to the darkest brown. Because everey child should be able to color the way they see the world.
Good companies are storytellers, great companies are storydoers. Storydoing builds instant involvement and unquestioned credibility , resulting in increased word of mouth and amplification on social media.